A week from today, Apple is expected to introduce the iPhone Xs and iPhone Xs Max, as well as a new 6.1-inch LCD iPhone. Supply chain sources have indicated that this year could be the biggest year for the iPhone since the iPhone 6, and now more analysts are joining that conversation.

As noted by Barron’s, KeyBanc Capital Market analysts issued a new investor note today in which they touted the effects that an upgrade in screen size will have on iPhone demand. The analysts explain that “over the last 6 years” screen size has been the “lone feature” to consistently “drive both volume and pricing power.”

Of course, this assumption stems in large part from the iPhone 6 year, which saw Apple ship a record number of iPhones thanks to the introduction of the 5.5-inch iPhone 6 Plus. As KeyBanc notes, the iPhone X was also successful in driving ASP, but this year’s iPhones should have even more success.

“This was evident in the iPhone 6 cycle, where a step-up in screen size drove both pricing and volume, and in the iPhone X cycle, where a larger screen in a similar-sized form factor drove strong pricing power.”

KeyBanc analysts say they expect the 6.1-inch LCD iPhone to help raise iPhone average selling prices as it will come at a “price premium” that is higher than the blended ASP of the iPhone 8 and iPhone 8 Plus. One thing KeyBanc also notes is that they don’t expect “significant growth in iPhone unit volume,” instead expecting the focus to be on ASP:

The downside to this, KeyBanc said, is that beyond this year, Apple has likely “reached a limit of screen size as an incremental driver of demand.”

Earlier today, a report suggested that the 6.1-inch iPhone will start at $699 this year, while the iPhone Xs and iPhone Xs coming in at $799 and $999, respectively. This causes some speculation as to KeyBanc’s claim that the 6.1-inch iPhone will have a higher ASP than the iPhone 8 and iPhone 8 Plus, though when you factor in storage upgrades to each model, it’s a possibility.

Read more:

  • Exclusive: This is ‘iPhone XS’ — design, larger version, and gold colors confirmed
  • Exclusive: Apple Watch Series 4 revealed — massive display, dense watch face, more
  • Report: Apple to ship highest number of new iPhones this fall since iPhone 6 peak
  • Report indicates $699 starting price for 6.1-inch LCD iPhone, 5.8-inch iPhone Xs around $800
  • ‘iPhone Xs Max’ likely name for 6.5-inch OLED flagship, sources say